as everyone has said, its your preference really. however, this...
echo "<table colspan='4'>"
is actually invalid xhtml, so using Kudose's method might be better, but then again, i find it a pain in the butt to have to escape all the time.
I believe the benchmarks I've seen have indicated a slightly VERY SLIGHTSLY speed advantage to using double quotes.
i think you'll find any benchmarks would be the other way around, as anything inside double quotes needs to be checked by the parser just incase it needs to parse variables contained in it. single quoted strings do not contain literal variables.